2023

NYX Awards - 2023 Gold Winner Winner

Washington Area Fuel Fund Ice House Event

Entrant Company

Washington Gas

Category

Strategic Campaign - PR Campaign

Client's Name

Washington Gas

Country / Region

United States

Experience Level

Internal

"What does it feel like to live in an unheated home?"

Answering this question with empathy and action formed the heart of the Washington Area Fuel Fund (WAFF) 2023 Ice House event on Jan. 21, 2023, at The Wharf DC. WAFF is the flagship nonprofit program at Washington Gas, celebrating 40 years in 2023. Ice House donations contributed toward the $33 million that WAFF has distributed to +300,000 vulnerable families in Washington D.C, Maryland, and Virginia since 1983. Washington Gas pays all administrative fees: every donated dollar goes directly to home heating, even when other funding assistance is exhausted.

The WAFF Ice House was a 13-ton, 20’x10’ house constructed of frozen 300-pound blocks. Inside was a life-sized couch carved wholly from ice. Our ultimate goal was to increase WAFF donations and awareness, along with education about the health dangers of unheated homes.

The WAFF Ice House was constructed on the pier at The Wharf DC, a popular waterfront retail and residential community. Our target audience centered around foot-traffic attendees of The Wharf’s “Fire and Ice” Festival, which resulted in a potential donor audience of 50,000 people. A cadre of passionate Washington Gas volunteers made all of this possible with their willingness to brave the cold in order to bring the heat.

The 2023 WAFF Ice House invited potential donors to step into this simulated unheated home and experience the discomfort of being cold. We amplified this sensation by offering visitors to “selfie from the ice couch.” Alongside the Ice House experience, WAFF volunteers provided visitors with warming tents, a s'mores fire pit and hot chocolate to emphasize the comfort of warmth.

While Washington Gas is a corporation, we are, first and foremost, humans who call the DMV home. WAFF isn't a public relations campaign to us: it's a direct way to help our friends and neighbors, especially in the aftermath of COVID. We appreciate being considered for an NYX Marcom Award because every WAFF mention raises awareness so we can assist more families. Thank you very much.

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Category

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Entrant Company

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Country / Region

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Entrant Company

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Category

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Country / Region

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Entrant Company

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Category

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